Copyright by Josephine W. Hill 2016 The Report Committee for Josephine W. Hill Certifies that this is the approved version of the following report “Mi Pueblo no es del Pueblo”: Buying and Boycotting Culture and Politics in a Latino Supermarket APPROVED BY SUPERVISING COMMITTEE: Supervisor: Cary Cordova Steven Hoelscher “Mi Pueblo no es del Pueblo”: Buying and Boycotting Culture and Politics in a Latino Supermarket by Josephine W. Hill, B.A. Report Presented to the Faculty of the Graduate School of The University of Texas at Austin in Partial Fulfillment of the Requirements for the Degree of Master of Arts The University of Texas at Austin May 2016 Abstract “Mi Pueblo no es del Pueblo”: Buying and Boycotting Culture and Politics in a Latino Supermarket Josephine W. Hill, M.A. The University of Texas at Austin, 2016 Supervisor: Cary Cordova Taking Mi Pueblo Food Center, a nineteen-store chain in Northern California, as a case study, this report will examine Latino supermarkets as sites of both cultural preservation and community building and of legal vulnerability and instability, particularly for undocumented individuals and their families. Mi Pueblo is family-owned and founded by Juvenal Chavez, once undocumented, whose model minority narrative has become central to the store’s public image. It offers a shopping environment that transplants an archetype of a traditional Mexican village marketplace into a contemporary American supermarket, resulting in a combination of cultural nostalgia and modern convenience. Mi Pueblo has successfully engaged crossover markets, and has become a significant resource to Latino/a communities. However, its success has also attracted government suspicion and scrutiny: in 2012, following a mandatory Immigration and Customs Enforcement audit, Mi Pueblo voluntarily participated in the E-Verify program, requiring employees to confirm their employment eligibility and resulting in the loss of 80% of the franchise’s employees. This massive turnover spurred widespread protests, iv and the switch to fair-wages and documented labor standards led Chavez to file for bankruptcy in 2013. Focusing on media discourses surrounding the food, theming, and politics of the stores, this report examines Mi Pueblo as a stage for dialogue between the management and protestors about the potential for Latino/a activism, sovereignty, and citizenship within a broader context of contemporary immigration politics and undocumented labor economies. Throughout this research, I draw from news articles, blog posts, protest ephemera, and video footage in order to explore Mi Pueblo as site for politics of consumption, cultural preservation, and reform. v Table of Contents List of Illustrations ................................................................................................ vii Introduction .............................................................................................................1 Theming Mi Pueblo ...............................................................................................10 Silent Raids ............................................................................................................21 Latinization from Above, Latinization from Below ..............................................32 Conclusion .............................................................................................................39 Bibliography ..........................................................................................................41 vi List of Illustrations Illustration 1: Dignity and Resistance Coalition Flyer, November 21st, 2012 ......1 Illustration 2: Dignity and Resistance Coaliton Flyer, October 20th, 2012 .........33 Illustration 3: Two sides of Mi Pueblo Flyer, October 20th, 2012 ......................34 vii Introduction Illustration 1: Dignity and Resistance Coalition Protest Flyer. November 21st, 2012. 1 For many United States supermarkets, the Wednesday before Thanksgiving is one of the busiest days of the year. Yet, on November 21st, 2012, the parking lot of Mi Pueblo Food Center’s East Oakland store was packed not with cars but with protestors, many of whom were affiliated with the Dignity and Resistance Coalition, a local social justice organization, and many of whom had come to the protest with their children and teenagers, bearing placards with slogans such as “¡Mi Pueblo ya no eres del pueblo!” and “Boycott Mi Pueblo.” A number of the placards denounced Juvenal Chavez, the store’s founder and owner, as an Immigration and Customs Enforcement (ICE) collaborator and traitor. The mood, however, was festive. Over the course of the day, the action included a number of performances, including a staged lucha libre match between “the struggling SUPER MERCADO worker” and “Union Busting, ICE collaborating Mi Pueblo Market Owner Juvenal ‘El Diablo’ Chavez,”1 a comedic skit in which a loyal customer is admonished for shopping at Mi Pueblo, and a jazz marching band procession2. A flyer advertising the protest ventured: “will Black and Brown communities smash corporate profit or will capitalism defeat humanity with Juvenal Chavez’s anti-immigrant practices? Will SuperMercado’s power of the undocumented worker prove to be Chavez’s downfall?” The answer that day from the actors and the protestors was a hopeful and resounding yes. 1 “Luchadora vs. Corporate Greed: A Mi Pueblo Market Worker Solidarity Demo”. Dignity and Resistance Coalition Protest Flyer, November 21st, 2012. Indybay.org. (accessed April 30, 2015). 2 “Boycott Mi Pueblo Food Center”, November 22nd, 2012, Youtube.com, https://www.youtube.com/watch?v=GMuinNP8jRg (accessed April 4, 2015). 2 In some ways, the protest’s celebratory atmosphere, with its festive music and actors in woven dresses and luchador masks, seemed at home at Mi Pueblo, known for its lively and colorful shopping environment, ranchera music, and use of traditional Mexican motifs. Since opening its first store in 1991, the franchise has expanded into nineteen locations, each themed after a different Mexican state, staffed exclusively with bilingual employees, and offering a wide range of Latino brands, as well as fresh produce, meat, and baked goods. Like many Latino grocery chains, with its expansion Mi Pueblo has become much more than a typical supermarket franchise, hosting cultural programs, college scholarship competitions, voter registration events, remittance services, and even its own radio program that, according to its website, “recreates the nostalgia of past times, telling stories, folktales, jokes, and interviews using traditional Mexican music that lives in the hearts of those who one day had the courage to leave their homelands in search of better opportunities in a foreign country.”3 The store is also known for its affordability, in many instances offering a crucial resource for families struggling to make ends meet or who live in areas with few grocery options. Testimonials from shoppers often allude to the store’s unique shopping environment, which transplants an archetype of the traditional Mexican village marketplace into a contemporary American supermarket, resulting in a combination of cultural nostalgia and modern convenience. As one news article cryptically announced in 2013, “everything and nothing about the Mi 3 “Así Es Mi Pueblo”, Mi Pueblo Website, http://www.mipueblo.com/mipueblo/comunidad/asi-es-mi- pueblo-2/ (accessed April 7, 2015). 3 Pueblo supermarket in east San Jose reminds [customer] Alma Colon of grocery shopping back home.”4 Despite the store’s outward dedication to supporting Latino immigrant communities and cultural identities, according to the November 21st protestors, owner Juvenal Chavez “no es del pueblo.”5 In 2012, Mi Pueblo was subjected to a mandatory ICE I-9 audit, often called a “silent raid”. Chavez, once undocumented himself, came under serious scrutiny for Mi Pueblo’s subsequent adoption of E-Verify, an ICE program that requires employees to confirm their employment eligibility and eventually resulted in the loss of 80% of the company’s employees.6 This massive turnover and switch to fair- wage, documented labor standards led Chavez to file for Chapter 11 bankruptcy in 2013 and spurred widespread outcry, protests, and boycotts among former Mi Pueblo employees and customers. Taking the Mi Pueblo supermarket franchise as a case study, I will examine Latino supermarkets as food-based themescapes of Latino culture and politics, which at once structure networks within and beyond Latino communities and attract public and governmental scrutiny, thus becoming unstable and vulnerable landscapes of community, citizenship, and cultural identity. Throughout the report, I use the term “themescape” to describe an extended and fluid themed environment that includes symbolic or ideological motifs whose implications transcend the physical contours of space, often extending into 4 Joe Rodriguez, “Mi Pueblo’s Loyal Customers Can’t Believe Iconic Latino Supermarket Would Go Under.” San Jose Mercury News, July 2nd, 2013. 5 “Boycott Mi Pueblo Food Center”, YouTube Video, 15:09, posted by “Dhukkaboy,” November 22nd, 2012, https://www.youtube.com/watch?v=GMuinNP8jRg 6 Patrick May, “Grocery Chain Mi Pueblo Comes Out of Bankruptcy Protection.” San Jose Mercury News, June 5th, 2014. 4 broader everyday life.7 Mi Pueblo represents just one example of the ways in which Latino businesses and communities have been systematically targeted by neoliberal state policies that discursively seem to support progressive immigration